Healthcare’s CX challenges could hold the key to your next big breakthrough

Healthcare is one of the most challenging environments to transform, yet the lessons learned there can apply far beyond the doctor’s office. Inspired by my conversation with Blair Primis, Co-Managing Partner at Primtos and former CMO at OrthoCarolina, this edition explores how CX principles in healthcare can be adapted to improve experiences in other industries.

Whether you’re in retail, technology, or manufacturing, these lessons show how small, intentional changes can create big impacts across customer journeys.

1. Start small: Focus on incremental improvements

In healthcare, improving scheduling processes has an outsized impact. Blair and I chatted through how simplifying appointment booking reduced patient frustration and increased efficiency. This concept applies universally: customers everywhere value time and simplicity.

How to apply this to your industry:

• Retail: Streamline checkout processes both online and in-store. Simplify steps, reduce unnecessary clicks, and offer clear payment options.

• Technology: Create simple onboarding flows for new users that eliminate friction, guiding them to success with your product faster.

• Hospitality: Optimize reservation systems to reduce wait times and make confirmations seamless.

Putting this into action:

• Map out your customer journey and identify areas that feel overly complicated.

• Prioritize quick wins—changes that cost little but have a noticeable impact.

• Test one improvement at a time, measure its effect, and iterate.

2. Empower your staff to elevate the customer experience

Blair and I discussed how giving physicians more control over their schedules improved their satisfaction and led to better patient care. This idea translates directly to any team that interacts with customers. Happy, empowered employees create better customer experiences.

How to apply this to your industry:

• Retail: Equip associates with tools to check inventory, manage sales, or assist customers efficiently.

• Technology: Provide support teams with robust resources and autonomy to solve customer issues without escalations.

• Manufacturing: Ensure frontline workers have clear communication channels and tools to handle quality control or customer feedback quickly.

Putting this into action:

• Ask employees about their biggest challenges and what tools or processes could make their jobs easier.

• Invest in training that not only builds skills but also boosts morale.

• Recognize and celebrate staff contributions that positively impact the customer experience.

3. Rethink the ecosystem for seamless customer journeys

In healthcare, navigating referrals and disconnected systems is a common frustration. Blair and I chatted about a common example of walking out of a physician’s office with a printed referral doc with details for a specialist. Unfortunately, this is a reality many industries still face: outdated, manual, and disjointed processes that could easily be digitized.

How to apply this to your industry:

• Retail: Build omnichannel experiences where customers can move seamlessly between online and in-store shopping.

• Technology: Integrate third-party tools and services into your platform to simplify user workflows.

• Financial Services: Streamline loan applications or account transfers to reduce paperwork and processing times.

Putting this into action:

• Audit the entire customer journey for gaps where customers experience unnecessary delays or confusion.

• Invest in technology integrations or partnerships that simplify transitions between steps.

• Use customer feedback to continuously refine and optimize processes.

4. Make every touchpoint intentional

Blair and I talked through one unique example of how soundscaping in healthcare environments can reduce stress for patients, proving that even subtle changes to sensory experiences can make a big impact. This principle applies to all industries—every detail, from visuals to sounds, shapes the customer’s perception of your brand and their experience.

How to apply this to your industry:

• Retail: Design store layouts with clear signage and lighting that sets a welcoming mood. Add background music that aligns with your brand.

• Hospitality: Create relaxing environments with scent, sound, and lighting to enhance guest stays.

• Technology: Optimize your app or website for ease of navigation, using colors and visuals that reflect trust and simplicity.

Putting this into action:

• Conduct a sensory audit of your environment or digital platforms. Ask: What do customers see, hear, or feel at each touchpoint?

• Replace generic elements with branded choices that align with your identity.

• Test these changes with a small group of customers and gather feedback before scaling them.

Wrapping up: Small steps, big results

Whether you’re managing a healthcare practice or running a tech startup, the principles of great customer experience remain the same. Focus on incremental improvements, empower your team, rethink disjointed journeys, and make every touchpoint matter. By starting small and being intentional, you can create experiences that resonate in any industry.

I hope this inspires you to rethink how you can improve your CX one step at a time 😊

Onward & upward,
Drew

P.s. If we haven’t met yet, hello! I’m Drew Burdick, Founder and Managing Partner at StealthX. We work with brands to design & build great customer experiences that win. I share ideas weekly through this newsletter & over on the Building Great Experiences podcast. Have a question? Feel free to contact us, I’d love to hear from you.